#4 Consumer Behaviour Flashcards
CDP
Consumer Decision Process
Factors that affect CDP
- MKT mix
- Psychological
- Social
- Situational
Psychological Factors
- motives
- attitutes
- perceptions
- learning
- lifestyle
Social Factors
- Family
- Reference groups
- Culture
Situational Factors
- purchase situation
- shopping situation
- temporal state
Psychological Factors
MOTIVES
driving forces behind consumer actions
desire 4 satisfaction, when need is unmet
Psychological Factors
MOTIVES
Maslow’s Hierarchy
checa foto
Psychological Factors
ATTITUDES
lasting evaluation u made towards something
product or idea
Psychological Factors
ATTITUDES have
3 interconnected components
cognitive, affective and behavioural
Psychological Factors
Cognitive component
what we believe it is true
colgate 9/10 dentistas lo recomiendan, es un %
Psychological Factors
Affective component
what we feel about it
what connects with you
Tigre Toño u Osito Bimbo
Psychological Factors
Behavioural Component
actions we take
click here or download now
Psychological Factors
PERCEPTIONS
how consumers interpret and respond 2 MKT messages
from your 5 senses
Psychological Factors
PERCEPTION has
4 selective components
Psychological Factors
Selective Exposure
what they want to be exposed to
only sports channel
Psychological Factors
Selective Attention
Focus only with their preferences
sports channel but only fut
Psychological Factors
Selective Comprehension
different interpretations from consumers and brand intentions
Psychological Factors
Selective Retention
reinforce their messages by using repetition a lot
“A que no puedes comer solo una” – Sabritas.
Psychological Factors
LEARNING
process where consumers change behaviour based on past/new info
Psychological Factors
Learning through experience
interacting with the product or service
free trials or samples
Psychological Factors
Learning through info
acquiring info
advertising, mouth to mouth, reviews
Psychological Factors
Behavioural Learning
people learn through repetitive actions
discounts and reward points in temu
Psychological Factors
Cognitive learning
deeper understanding and reasoning
include FAQs
Psychological Factors
Brand Loyalty
repeatedly positive experiences with the brand
Psychological Factors
LIFESTYLE
how people spend their $ based on habits, interest and activities
Psychological Factors
LIFESTYLE
- Actual lifestyle (truly live)
- Perceived lifestyle (wish 2 project)
LIFESTYLE example
North Face jackets
1. u do engage in cold activities
2. u just want 2 pretend: adventure
Social Factors
Decisions influenced by external
Social environment
Social Factors
FAMILY
understanding family dynamics
mi familia solo compra La Costeña
Social Factors
Reference Groups
someone looks for guidance
beauty influencer on tik tok
Social Factors
Reference Groups influence consumer behaviour in 3 ways
- providing info
- providing social approval
- improve their self-image
Social Factors
CULTURE
shared values, beliefs, customs
beban tequila desde 15 en quinciañeras
Social Factors
Group Buying Decision
initiator, influencer, deciders, buyers, users
Group Buying Decision
Initiator
recognize the need 4 a product
Group Buying Decision
Influencer
shape decisions with their expertise
Group Buying Decision
Deciders
with autority 2 make the decisions
Group Buying Decision
Buyers
handle the actual transaction
Group Buying Decision
Users
ultimately use the product
Situational Factors
psycho & social factors influence consumers the same way each time
Situational Factors
Sometimes specific situations can change or influence your usual choices
Situational Factors
Purchase situation
Adjust behaviour @ particular situation they find themselves in
u always buy comfy shoes, but need fancy ones 4 boda
Situational Factors
Sensory situation
change their decision by sensory elements @ store
Situational Factors
Sensory situations examples (4)
store atmosphere (olores/ music)
crowding (too much, bye)
promotions: sense of urgency 2 advantage
in store demon: interactive encourages impulses
Situational Factors
Temporal State
customer’s mood or mental state
hard 2 predict or control, but important 2 know
If you go to the grocery store when you are hungry and buy more than when you are full, it is …
temporal state
Framing
How info is described changes choices
vaso medio lleno o medio vacío
Anchoring
?
Default bias
Choose the preselectioned option
